The Forbidden Fruit: How Do Companies Sell Hazardous Products?

Perseverance is bliss?

In Drinks on March 8, 2011 at 09:06

How does Pepsi use empowerment to attract an audience?
(image © Pepsi)

Pepsi, Coca-Cola’s biggest competitor, is famous throughout the world for its products. The following commercial is a slightly older one, but still a good example of how humor is used to advertise a hazardous product. Also, it tries to make the audience feel strong and empowered.

Too much of everything is not a good thing, this also counts for Pepsi Cola. Drinking too much coke is not good for many body parts, this is why Pepsi Cola can be a hazardous product to us, human beings.

In this commercial Pepsi Cola is associated with monks. From their religious backgrounds monks attach great value to norms and values. Furthermore, monks are seen as people who are always maintaining some degree of physical separation from those not sharing the same purpose. By linking Pepsi Cola to a positive association, monks, takes away any negative notices or hazardous thoughts that people might have with Pepsi Cola. Namely, this commercial leads to the fact that Pepsi Cola is a product compared with the similar positive characteristics as  monks have.

Hence, Pepsi tries to engage its audience by implying that Pepsi can help you acquire the same norms and values, and thus discipline and consideration as monks. Or, as one might put it, Pepsi tries to make the audience feel empowered, hoping they will have the need to have Pepsi to empower them.

Question is if a product like Pepsi can really cause you to achieve something great; Pepsi is trying to sell a product as if it were a mindset and is thus promoting a hazardous product (as it is bad for your health) by saying it will help you achieve something.

On a sidenote, humor is also used here to engage the audience.

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